Some countries now have a ban on shark finning, including the United States, Australia and Ecuador. Wildaid is campaigning for a global ban. But until that happens, the conservation group is targeting consumers to cut demand.
Knights compares shark finning with the war on drugs. "Burning the cocoa fields doesn't do it. You're always fighting a losing battle until you can dissuade people not to use this anymore."
To raise awareness in China, Wildaid enlisted the help of celebrities, including NBA basketball superstar Yao Ming and action movie star Jackie Chan.
At a Beijing press conference, Yao pledged never to eat shark fin soup, "under any circumstances," and asked "for the sake of our future, please join us." Yao is one of several athletes who have already made slick public service announcements that lobby against the illegal wildlife trade.
In one dramatic ad, the 7-foot-6 basketball star runs down the court and leaps to block a bullet aimed at a giant elephant. It became a favorite on YouTube. Wildaid hopes Yao will shoot another PSA soon -- this one against shark finning.
Knights is confident an education campaign can work. He points to elephant ivory, which was subject to a vigorous public awareness campaign; most people now consider it politically incorrect to keep ivory pieces in their home or to wear as jewelry.
"Prior to '89," Knights says, "before ivory was banned, 270 tons were stored in Hong Kong and all over." Today, under the ban, the illegal trade of ivory still goes on, but elephant populations, which were once under serious threat, "are relatively safe," Knights says, as a result of both the ivory ban and a drop in demand through education.
Knights hopes Wildaid's campaign on behalf of sharks will soon make shark fin soup no longer welcome on the banquet table.
Do you have more information about this topic? If so, please click here to contact the editors of ABC News.
